The company says the website has been created “to create a true community feel reflecting The Co-operative’s brand values.” Existing members will be driven to the site by supporting launch activity comprising online and offline communications. Direct-to-digital agency TDA is responsible for the creative.
Co-op says the key objective is to improve awareness and understanding of all aspects of membership. A further aim is to increase cross-sales amongst The Co-operative’s family of businesses, and encourage member interaction – using the website as a platform to facilitate this.
Engagement will be enhanced through the use of techniques such as 3D video and video vox pops with real members. People are channelled through a logical online journey where they can drill down into more detailed content that is relevant to their needs and interests.
“We want to make it easy for people to get information about the benefits of membership,” says Anne Byrom, membership direct marketing manager. “Our website is an ideal vehicle for this – the 3D videos help to convey the full breadth of benefits in seconds and there are plenty of opportunities to investigate all the different facets of membership,”
“The challenge of this project was producing a website that caters to members’ individual needs whilst answering The Co-operative’s objectives of educating and engaging with members,” adds Adrian Gill, Partner: Integration at TDA. “By using real people superimposed onto a virtual 3D community talking about advantages of membership, we have created engaging content that works strategically and creatively to achieve our aims.”